We are very pleased to announce that the next Moscow Edition of the Know Your Worth: Understanding Marketing and Negotiating for Interpreters seminar in Moscow on 23-24 September will become an official warm-up event to the Cosines International Contest for Simultaneous / Consecutive Interpreters.
Finalists in the contest will be offered places on the seminar, and Cosines will include our instructor Julia Poger as one of the official judges of the contest the next weekend. If you are in Moscow, please join us for 3 days of lectures, round tables, master classes, and the finale of the contest, from 28 – 30 September!
For more information about the contest, please visit their official website at cosines-pi.ru.
We are delighted to announce that we will be organizing the next Know Your Worth: Understanding Marketing and Negotiating for Interpreters seminar by Julia Poger in Moscow this coming autumn, with another edition to be held in Paris in the New Year, having received many requests for both those cities.
The next Moscow edition of Know Your Worth: Understanding Marketing and Negotiating for Interpreters will take place on 23 – 24 September 2017, and we will be announcing the dates for Paris shortly.
Please stay tuned, and, if anyone else has more ideas, we will be happy to include them in our future schedule.
You can also visit our Facebook page to check for regular updates.
For World Book Day, Know Your Worth would like to suggest a short list of books that give you a snapshot of how the marketing world has changed from the era of Mad Men to today.
by Don Peppers and Martha Rogers
This book started today’s understanding of marketing.
Before this book, companies splashed their advertising everywhere, attempting to attract the maximum number of people to buy their product. The problem was that once those people had the product, you still had to find more people or else come up with a new product. But there was no relationship, no loyalty, so the new product needed more marketing to attract the same, and new, people again.
After this book, people understood it was all about the relationship. If you had a relationship of trust with a good customer, that customer would want to buy whatever you produced (see Apple). It’s easier to sell more products or services to a converted customer than to sell less to many people you have to convince each and every time.
by Tom Peters
At about the same time as The One to One Future, this book started the entire concept of becoming a personal brand. It is still relevant today, if a bit hyperactive and enthusiastic.
This is the first book to talk about standing out from the crowd, and making your work into projects that are fun and can help move you forward in your career. He is the first person to talk about knowledge workers in a way that can be transposed onto interpreting, and that resembles our own work life.
After this book, people started looking at themselves as a company, even if they worked for someone else.
by Michael McLaughlin
After focusing my attention on individual clients and building the relationship, and treating myself like a brand so I stand out from the pack, this book taught me how to think like the person I am pitching my services to.
This is the first book that I have seen that really shows someone working in the service industry how to think about your approach to the client when you want to pitch a service contract that will last for a day or a year.
It gives information that will help those of us who tender for larger clients, as well as those of us who are simply trying to get the contract to interpret (or organize the interpreting) for a single meeting.
Wishing you a Happy World Book Day,
In 2009, Julia gave her one-day marketing and negotiating seminar to a select group of highly motivated conference interpreters, who had organized other training opportunities in the past, in Ljubljana, Slovenia.
The Marketing and Negotiating workshop has a been an indispensable part of the Cambridge Conference Interpretation Course (CCIC) since 2002.
The Cambridge Conference Interpretation Course (CCIC) has run annually since 1985. It is a unique, high-level, specialised training course carefully tailored to the needs of experienced practicing conference interpreters. The CCIC format is at once intensive yet relaxed, and demanding yet friendly, and the Course is centred on teaching simultaneous interpretation from an array of general and technical speeches delivered by video, specialist guest speakers and members of the teaching faculty.
Apart from extensive training, practice, and coaching in professional simultaneous interpretation techniques, the Course programme features daily specialised additional training workshops covering, inter alia, on-sight translation, “B” language strategies, working from and preparing texts, booth & stress management, marketing & negotiation, AIIC, International Institutions, and interpreting approaches to Shakespeare, the Bible, and Latin.
Just like the Know Your Worth seminars, the Marketing and Negotiating workshops at the Cambridge Conference Interpretation Course are aimed at helping interpreters improve their relationships with clients, negotiate higher fees, and gain a better understanding of the interpreting market in general. The workshop focuses on key concepts such as branding, selling, client relationships, pricing, and negotiating, all illustrated with real-life examples that make it considerably easier to understand the subject and later implement the new tools and information, all of which makes the Marketing and Negotiating workshop a highly valuable asset to the course.
Here is what the students have to say:
Well, already knowing Julia I had quite high expectations from the get go. So the fact that it was EVEN better than expected is praise indeed. What I found particularly ‘better than expected’ was the way in which I could immediately recognise how it was relevant to me and my work. I found the constant links made by Julia between the theory she was talking about and the every-day business realities of interpreters particularly relevant and useful.
It certainly made me think about my marketing and business strategy in a way I never had before. It provided me with a lot of food for thought.
Again, what I found really great was that Julia constantly referred to real-life examples and the specificities of interpreting. That made everything seem highly relevant and directly applicable. So that should absolutely be maintained.
Student, CCIC, Cambridge, 2015
I didn’t think the marketing and negotiating class would be as enlightening, but I actually learnt a lot and – believe it or not – that which I have managed to apply thus far has worked without exception.
Camila Oeyen, CCIC, Cambridge, 2015
What I found particularly ‘better than expected’ about this marketing and negotiating class was the way in which I could immediately recognize how it was relevant to me and my work. I found the constant links made by Julia between the theory she was talking about and the every-day business realities of interpreters particularly relevant and useful.
Student, CCIC, Cambridge, 2015
The CCIC teaching faculty comprises respected and highly experienced interpreters from a variety of backgrounds, ranging from the freelance market on both sides of the Atlantic to staff interpretation for International Institutions. Many are former or current chief interpreters. Most work bi-actively, and are long-standing members of examining boards for, and teach on a regular basis at, a range of internationally recognised interpreting schools. All work in such venues as the ECJ, EU, NATO, OECD and UN.
Julia Poger is one of the CCIC organizers.
For more information, please visit the CCIC website.